M&C Saatchi launches new Change4Life campaign

M&C Saatchi has created a new advert for the Department of Health that aims to convey shocking nutritional messages as part of the Change4Life campaign.

The new commercial spots have been created by Aardman Animations and highlight the "hidden nasties" in popular foods, drawing attention to the fact that a bottle of cola contains 17 cubes worth of sugar, or that a large pizza can include more than a wine glass of fat.

Thanks to an agreement with ITV, the new advertisement will air as part of a special health-focused advert break, in which every spot will be filled by ads for healthy products from Asda, Quorn, Uncle Ben's, Cravendale and more.

It marks the launch of a new year healthy eating drive from the government, which will encourage members of the public to think about the salt, fat and sugar content in their diets through various initiatives.

Public health minister Anna Soubry said: "This new Change4Life campaign offers families free healthy recipes and money off those much-needed cupboard essentials to encourage everyone to try healthy alternatives."

Change4Life launched in January 2009 and has since become a centrally important brand for the government's various health improvement programmes.